Inside Innovators: A Closer Look at the Innovators Microsegments
March 2004

About This Report

Most product design and marketing practices that target Innovators treat them as a single group that shares behaviors and mind-sets. Companies use different names for Innovators, including opinion leaders, influencers, and early adopters. These vibrant consumers have many common characteristics. However, some fundamental, contrasting characteristics exist within this group that we call Innovators.